The American Financial Services Association Education Foundation (AFSAEF), an affiliate of the American Financial Services Association (AFSA), was established in February 1990 as a non-profit organization to heighten consumers' awareness of personal financial responsibility. AFSAEF's mission is to help consumers realize the benefits of responsible money management, understand the credit process, and seek help if credit problems occur.

The AFSA Education Foundation (AFSAEF) launched a new consumer education initiative called Personal Loans 101. The goal of Personal Loans 101 is to improve consumers’ understanding of installment loans and provide unbiased information to help borrowers make informed decisions about their loans.